How to Launch A New Amazon Product in 5 Steps

Preparing to launch a new product on Amazon Marketplace? It’s critical to create an organized plan well before you launch. By establishing a plan for your online store, you can increase the probability of maximizing your store’s visibility as well as its profitability.

Having a clear plan before your launch will also help you see which aspects you need to devote the most attention to and determine each of their difficulty levels and the time allotted. You will also be able to evaluate where you made any errors once you’ve already launched, allowing you to learn from them more easily.

In this article, we’ll discuss a step-by-step guide to show you how to launch a new product on Amazon Marketplace successfully.

Step 1: Organize Your Inventory

Before you can begin the process of creating your Amazon product listing, you need to ensure your inventory is well-stocked, with an organizational practice in place for managing it. You’ll also want to think about how you plan to ship your products to the Amazon fulfillment center.

Here are some inventory factors you want to consider before putting together your listing.

Inventory Levels

By the time you’ve gotten your listing published, having done all the preliminary research and marketing, the last thing you want is to have customers order items that are out of stock. Make an estimate of how many orders you’re expected to generate and ensure that you replenish your inventory accordingly.

As you begin to make sales, you may think it’s better to wait until the inventory you have in stock right now completely runs out before ordering more. But that means you risk running out of stock before you can refill it. When your items are out of stock, shoppers will likely bypass your product listing, which can negatively impact your listing’s keyword ranking.

In the unfortunate event that you do run out of stock, consider raising the price to temporarily lower interest and slow down the rate of sales. Alternatively, you can lower the price so you can drive more traffic to your site and hope that volume overwhelms potential disappointment.

Shipping Practices

When it comes to shipping your orders to Amazon’s fulfillment center, you want to determine whether you should prioritize cost or speed. For international shipments, you typically have three delivery periods:

  • Less than 10 days – air courier
  • Less than 20 days – air freight
  • 20 to 60 days – sea freight

The faster the delivery time, the more expensive the shipping fees. Lower quantities of small products tend to be cheaper when sent by air. If you are not 100% sure that the new product will sell, smaller air shipments might be a more realistic approach. However, if you’ve completed thorough research about your product and the demand for it, then this shouldn’t be an issue for you.

Hybrid Shipments

Hybrid shipments can be particularly useful if your Amazon product launch is time-sensitive and you are on a tight budget.

With hybrid shipments, your batch of products will be split up into air freight and sea freight. For example, 30% of your inventory will be sent by air to get sales going. The remaining 70% will be sent by sea, allowing you to save money. This technique is also useful when running low on stock.

Step 2: SERP Research

Amazon works like a search engine that displays products as results from search terms, similar to how Google displays websites. This requires sellers to target search terms or keywords they want to index. As a result, your product will rank higher in the search results the more sales you get for each specific keyword.

The following are some tips for optimizing your listings ranking on the results page.

Research Your Competitors

Researching what your competitors are ranking for allows you to find out what’s working for Amazon and what products are already ranking higher. You can do this manually, but there are also paid tools like Helium 10 that simplify the process.

Analyze your competitors and their listings, and determine which keywords are in the title, the bullet points, and the description. You should always prioritize your keywords in your listing in this order.

Explore Short-tail and Long-tail Keywords

Short- tail keywords usually include a word or two that broadly define your product. Long-tail keywords, on the other hand, narrow down the search to something more specific. For example, “Dog food” would be a short-tail keyword, while “Vegan dog food with CBD” would be a long-tail keyword.

While long-tail keywords generally have a lower search volume, they also have much less competition, which can put your listing at an advantage and get you closer to the number ranking. If your product is in a niche market, you can optimize your sales using long-tail keywords, which can then put you in a position to afford higher competition keywords.

Once you’ve determined which keywords and search terms you want your product to rank for, you should structure your listing with high priority keywords from the start of the title, the rest of the title, the bullet points, the description, and the backend.

Step 3: Create Your Product Listing

Before you actually launch a new product on Amazon, you want to prepare a draft of your listing thoroughly. By now, your products should be in transit on their way to the Amazon fulfillment center. So, now you can concentrate on creating a compelling and fully optimized listing.

Here are some factors to consider at this stage.

Product Title

The product title is like the face of your Amazon company, so to speak. With the product title, you want to consider both the customer and Amazon algorithm. Your title in the search results can make or break your conversion rate or clicks. A high conversion rate from customers will result in higher rankings by Amazon’s algorithm.

The title should include a good balance of keyword stuffing for the algorithm to find desirable and compelling descriptive prose to entice the customer scanning over it.

Product Description

Your product description needs to be as informative as possible, with no potential questions going unanswered. Describe why the product is an essential purchase for the customer viewing it using exciting, actionable words.

Researching similar products, particularly those with the highest-ranking, can be helpful. Put yourself in the customer’s position and consider what in their description makes the product so enticing.

Bullet points are essential here as well. In fact, if your description includes less than three bullet points, you’re not offering enough information. However, keep in mind that more than five points can run you the risk of being clicked over. Be concise but still informative.

Professional Product Images

The photos will be the first thing the reel customers into your listing when browsing through Amazon’s search results. Ensure your images are taken in high-resolution in natural light and shot from different angles to give a thorough overview of the product.

You also might want to consider including a photo that shows the application of the product or how it would be used in real life. If you have a basic understanding of photography and PhotoShop, you can easily take the photos yourself. If not, it would be beneficial to hire an experienced photographer.

It would help if you also considered making yourself eligible for A+ Content. You’ll need to be in the Amazon Brand Registry, which requires a registered trademark and can take months to complete, so it’s best to start early. Many sellers create A+ Content by using large images.

Step 4: Build Launch Traffic

To get your listing ranking in any capacity, you’ll need to build some traffic and buzz around it ahead of the launch and once it goes live. Here are a few tips to get Amazon users noticing your listing.

Social Media

Social media can be utilized in two ways as you launch a new product on Amazon Marketplace.

The first way is to create some buzz around your listing and products. Getting potential buyers and influencers to spread the word is key. Consistently posting and using hashtags together with user-generated content can make a world of difference. Consider also writing blog posts about the products well before the launch date and include links to the listing.

The second way to social media to create brand awareness is through paid advertising. What was once a platform for sociability and interacting with peers, has now become a medium of marketing and product promotion. Use this to your advantage.

Facebook ads and Google ads are among the most prominent. Install a tracking pixel on your website or landing page to collect customer data to ensure your ads are being presented in front of your targeted audience.

Product Reviews

Once you start generating even a few sales, it’s critical to begin gaining product reviews. Having product reviews shows to potential customers that you are a trusted and reliable merchant, leading to more sales.

Those first few reviews are always the hardest to acquire. Some merchants will ask people they know to purchase their product and leave an honest review. While this can be an effective tactic, it should be noted that this violates Amazon’s Terms of Service and could result in penalties if they catch on.

The safer way to generate product reviews would be to include a friendly product insert that persuades customers to leave one for you. The insert should offer some value, such as a quick usage tip. Asking specifically for positive reviews is another violation of Amazon’s Terms of Service.

As sales start flowing, consider creating a follow-up emailer requesting honest feedback and reviews. Treat these similarly to the product inserts and try to offer some value to the customer, rather than only asking for reviews.

Amazon PPC Ads

Allow yourself to take advantage of Amazon’s expansive customer base. Unlike a branded website, the benefit of going through Amazon is that it brings the customers to you.  

Amazon Pay Per Click (PPC) advertising is an excellent paid ads solution when launching a new product on Amazon. It provides on-platform sales that connect your products to specific search terms and allows you to generate data on keyword conversion rates. Not to mention, it will be the most cost-effective ad spend.

Step 5: Create Long-term Brand Awareness

Now that you’ve done thorough research, created a compelling listing, developed an effective marketing strategy, and have generated some sales, it’s time to establish long-term brand awareness. You want your Amazon store to have a loyal following to ensure success in the long term. This part will be an ongoing process. Here are some tips for creating long-term brand awareness.

Keep Researching

After the product has launched, it’s important to keep researching not only your competitors but anything pertinent to your listing, the market, trends, Amazon changes, growth opportunities, among other things.

By gaining more insights, you can create an even more effective strategy for your next Amazon product launch.

Maintain Social Media Presence

As we discussed earlier, social media and influencer marketing are highly effective ways to build and maintain brand awareness.

Consider which platform will offer the most value based on your market or how niche your product is. Some influencers may charge a steep price, while others may be happy with a freebie of some sort. Instagram, Facebook, Youtube, and Pinterest remain invaluable platforms that can help create long-term brand awareness, depending on your market or niche.

Final Thoughts

If you plan to launch a new product on Amazon Marketplace, having an established plan in place is crucial for its success. Consider your inventory management practices, your keyword and market research, marketing strategies, and creating a compelling and descriptive listing. Most importantly, once you’ve launched, continue maintaining these practices and research.

Other aspects to consider before you launch are taking the time to read Amazon’s Terms of Service carefully. The last thing you need is to go through the whole process from the planning stage to launch only to risk your account by inadvertently violating the rules.

It’s important to be prepared not to make a profit initially. Properly driving success on Amazon takes capital, so don’t expect to make a huge profit, if any at all, from early sales. You shouldn’t consider Amazon’s market as a get-rich-quick platform. Running a successful online business requires spending on marketing and advertising and offering unexpected discounts and refunds.